Standard European Union directives govern Branded Entertainment in Greece. A TV show that has product placement has to declare it before hand and with a special sign at the beginning on the program. In the last couple of years, there have been some branded cooking shows on TV and lots of product placement.

Recipients scanned to read the message and for the first time, they could answer back! Thus users could keep exchanging messages, through the platform. Senders could even stay anonymous and remain secret admirers, all the while being able to exchange messages with the object of their desire. There was no need to download an app. Users could use their browser to visit the unique URL printed on every chocolate, and exchange text messages & photos.

But instead of just producing a demo video, Lacta created an original web-series, in order to inspire users and showcase the app’s functionality.

The 5-part series proved immensely popular with audiences, who were captivated by the love story that began, with a message hidden in a chocolate! The videos reached 7 Million total views in a nation of 5 Million internet users. Lacta Messages usage increased by 179% during the weeks the episodes were launched and exploded 17 times higher on Valentine’s day.